Analytics to Drive Customer Engagement - SAS · 2016-03-11 · CRM and analytics insights via a simple organising idea to drive employee engagement. New style customer engagement

Annette Neeson General Manager –

Analytical Data & Capability

May 2015

Analytics to

Drive Customer

Engagement

TEL17114 Tenure Based Rewards Page 2



Predicting customer advocacy

2

NPS attribution modelling

Source: Telstra Research Insights & Analytics

Data Collection

18 months of Strategic NPS

data

Matched to >1,000 fields in

DWH

1

Model Selection

Trial and test statistical

approaches

Non-linear model built

2

Validation + Scoring

Accuracy assessed through

“hold-out” datasets

New NPS data to validate

Whole customer base scored

3

Liz Moore | Telstra | April 2015














Analytics to Drive Customer Engagement - SAS · 2016-03-11 · CRM and analytics insights via a simple organising idea to drive employee engagement. New style customer engagement

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